i was a lawyer and we did some criminal, we did some defense work for doctors. and we'd say, 90% of your problem is a communication problem. from the very beginning, you would sit there and tell your patients what's going on, why it's happening and explain it to them. they would you know, you'd build a better relationship. >> i've heard from several members of congress that cannot understand scientists when they come to present their work to them and look for funding. why would you give money to somebody who's work you don't understand? doesn't make sense. what we do, we don't normally -- improvisation is an innovative way to help them relate to the people they're talking to, so that gets a lot of attention because it's innovative. we also teach writing and what we're trying to do is make it clear and vivid. not dumb it down. not make it oversimplified, but make it so that you, for instance, we started a contest called flame challenge where scientists around the world were invited to explain what a flame was so an 11-year-old could understand it. and thousands o